After the canned yellow peaches were snatched up, is electrolyte water out of stock again?
Recently, the army of anti-epidemic stockpiling has developed from hoarding medicine and vegetables to hoarding water and canned food, and the alien electrolyte water under Yuanqi Forest has also become popular.
In order to cooperate with the psychology of stockpiling people to grab electrolyte water in a crazy way, Yuanqi Forest played the slogan "For a special period, let electrolyte water protect you." Therefore, it was questioned to play the edge ball.
Just walked out of the sugar-free storm, and I was not honest again.
1
Electrolyte plays an important role in the human body, including maintaining the osmotic pressure and water balance of body fluids, maintaining the acid-base balance of body fluids, maintaining nerve and muscle stress, and maintaining normal cellular substance metabolism .
"Guidelines for the Public Prevention of Pneumonia Infected by the Novel Coronavirus: Temporary Guidelines for Dietary Nutrition" also mentions "Adjust amount of drinking water containing a certain amount of electrolytes."
Therefore, electrolyte water has also become the target of preventing epidemics and stocking up.
According to Yuanqi Forest statistics, the single-week sales of alien electrolyte water on e-commerce platforms increased by 1327% month-on-month, and has recently been out of stock.
Is the electrolyte water that was stolen from stock useful? It is useful, but has prerequisites. For example, if you do not eat during a fever or have severe diarrhea and vomiting, you need to supplement electrolytes.
It is worth noting that there are many ways to replenish electrolytes. Drinking electrolyte water is not the only choice. Eating fruits, porridge, juice, and vegetable juice can also replenish electrolytes and are more nutritious.
In addition, drinking a lot of electrolyte water may also cause certain harm, such as electrolyte disorder may lead to impaired digestive function, hyperkalemia , and induce stones.
Yuanqi Forest does not explain the premise, and just wants to use people's protective psychology to promote electrolyte water. It is indeed inappropriate. Now the relevant slogans have been removed, which can be considered a timely admitting their mistakes.
Playing with this ambiguous concept marketing, Yuanqi Forest has long had a "criminal record".
Yuanqi Forest has become popular with the concept of sugar-free, but it has attracted a lot of scolding in this matter.
The human body consumes excessive sugar (sucrose, fructose , lactose , etc.), which can easily cause obesity, hypertension , diabetes and other problems. For example, Americans love sweets and obesity rates remain high.
According to WHO recommendation, the amount of sugar added to adults in one day should be controlled at 25 to 30 grams, which is equivalent to the intake of any piece of cake or cup of milk tea that exceeds the standard.
Yuanqi Forest's milk tea beverage clearly contains lactose and fructose ingredients, but only emphasizes "0 sucrose" in the publicity, which is obviously misleading publicity.
In April 2021, Yuanqi Forest issued an apology for this: In the product labeling and publicity of milk tea products, we did not explain the difference between "0 sucrose" and "0 sugar", which is easy to cause misunderstandings. We will correct and upgrade the milk tea products, and change the packaging from the original "0 sucrose, low fat" to "low sugar, low fat"...
At that time Xinhua News Agency , People's Daily commented one after another: Yuanqi Forest should reflect and play word games, which will only bring "resentment".
Its main product is soda sparkling water, which is known as 0 sugar, 0 fat, and 0 card. This promotion actually has problems.
Yuanqi Forest sparkling water discard the added sugar, and use erythritol , a sugar substitute, to increase the flavor. This is a natural sugar substitute, with almost no calories, so it is called "0 sugar".
But there is also a type of sucralose in its ingredient list, which is an artificial sugar substitute, which is very common in Coke and Sprite. Excessive intake can also cause health risks.
So, the so-called 0 sugar in Yuanqi Forest is just a marketing that changes concepts.
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To understand the usual marketing operations of Yuanqi Forest, it depends on its root cause.
vegetable stealing game " Happy Farm " became popular all over the country. Later, a copycat version of "Happy Farmer" appeared. The person who developed the copycat version was named Tang Binsen.
After making a big profit of "Happy Farmer", Tang Binson successively developed games such as "Imperial War" and " Kings' Conflict ", which are quite famous in the industry.
In 2014, Tang Binsen sold his game company to Chinese media for a high price of 2.66 billion yuan, realizing financial freedom.
In 2016, he crossed the beverage industry and established Yuanqi Forest. This time I was playing the Internet light asset model, with no factories or sales channels, and specializing in brand marketing.
For example, using young people to like Japanese 2D culture, they created "pseudo-Japanese packaging". The old Yuanqi Forest bottle is made of Japanese "天", and it also says "天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天天�
Tang Binsen once said, "When we dare to generate 2 billion revenue, we dare to spend 1.8 billion to advertise." This is Yuanqi Forest, a beverage rookie who is keen on marketing.
Under the crazy marketing offensive, Yuanqi Forest grew rapidly, with sales reaching 2.7 billion yuan in 2020, and soared by 309% year-on-year compared with ; on Double 11 that year, it also surpassed veteran giants such as Coca-Cola and won the sales championship of Tmall and JD Water Beverages.
In 2021, its sales reached 7.3 billion yuan, and increased by 160% year-on-year. At the end of that year, its valuation was approaching 100 billion yuan.
However, after experiencing negative effects such as pseudo-Japanese packaging and 0 sugar text games, the brand image of Yuanqi Forest was greatly damaged, and the sales growth rate has begun to slow down.
In the first quarter of 2022, its revenue growth rate was only 50%. It is reported that the revenue target set by Yuanqi Forest in 2022 is 10 billion yuan, with a year-on-year growth rate of only 37%.
Regarding the planning for the next three years, Tang Binsen once said that it would be enough to have an annualized growth of 50%-60%.
Yuanqi Forest has been in existence to its popularity and its valuation of nearly 100 billion yuan. It has only been 7 years since it was established and it is very fast for a fast-moving consumer goods.
However, its business model is relatively fragile, without reliable product competitiveness, user stickiness, and a complete production and sales system. How far can it go by concept marketing alone?
As the sugar-free freshness disappears, young people may gradually forget the Forest of Vitality. If you are still fine, just play edge ball marketing, which will only make users more and more disgusted.
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